Social media is all about customers and listening. When companies listen for engagement, do they truly listen or just hear? In order to listen, you have to cut through the noise and get to the meat. Only then will you discover that your customers are giving you invaluable product feedback. Social media has often been used for thought leadership and customer service, but PayPal has discovered that the power is in real-time feedback. Don't spend thousands of dollars on time-consuming focus groups and surveys. Let your customers lead you to adapt your product using their feedback. Come learn the best practices for using social feedback to adapt your products to fit customer needs. You'll learn how to: * Derive ROI from listening to customers * Filter the noise from real customer feedback * Make the customer your partner so you can garner product criticism and comments * Apply best practices in online listening * Measure the success in actual cost savings Talk by Sudha Jamthe at Cisco's Social Media for Communication Conf May 5 2011

1. Social Listening: Let Your Customers Lead SUDHA JAMTHE, PAYPAL @SUJAMTHE AT Social Media Best Practices for Communicators Conference

2. What is social listening? Listen to your customers wherever they gather and collect their feedback, suggestions, criticism about your product/brand and communicate back. @sujamthe #ragancisco Image: Thanks to zenoferox.blogspot.com

3. Why Social Listening?Grassroots Movement of Customers @sujamthe #ragancisco

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6. ROI of Social Listening @sujamthe #ragancisco Image: Thanks to jscreationzs

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8. FILTER NOISE FROM CUSTOMER FEEDBACKlisten to REAL CUSTOMERS FIRST @sujamthe #ragancisco

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11. Apply the feedback internally

12. Say Thank You to the customer

13. Say Sorry we are working on it when possible.Image: Thanks to Arvind Balaraman

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15. Best Practicein LISTENING 1. ENGAGE AS A REAL PERSONnot a BRAND @sujamthe #ragancisco

16. Best Practice in LISTENING 2. AUTOMATE TRANSPARENCY WHERE POSSIBLE @sujamthe #ragancisco

17. Best Practice in LISTENING 3. DON’T BE AFRAID TO HEAR NEGATIVE FEEDBACK @sujamthe #ragancisco Give customers confidence that you listen to good and bad feedback. Do it in a way that is comfortable to your culture and brand.

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19. MEASURE WITH CONSISTENCYLISTEN EVERYWHERE, MONITOR BEFORE YOU RESPOND @sujamthe #ragancisco Tool used: SM2 from Techrigy (Also can use Radian6)

20. MEASURE WITH CONSISTENCYKNOW WHO IS TALKING AND EXPANDING YOUR REACH @sujamthe #ragancisco Tool used: Socialping.com for Twitter Influencer Report

21. MEASURE WITH CONSISTENCYSEPARATE MONITORING FROM PUBLISHING @sujamthe #ragancisco Tool used: hootsuite (Also can use sprinkler or cotweet)

22. MEASURE WITH CONSISTENCYTake a Holistic LOOK at CONVERSATIONS @sujamthe #ragancisco Tool used: Peoplebrowsr Viral Analytics

23. MEASURE WITH CONSISTENCYCOMPARE WITH Competition @sujamthe #ragancisco Tool used: Socialnuggets.net for Market Analysis

24. Q&A Contact: Sudha Jamthe @sujamthe This deck online on Slideshare: http://www.slideshare.net/sujamthe/ @sujamthe #ragancisco